Band Rolls Out First-ever Brand Campaign with Gritty Tribute to Teams

Sep. 11, 2019

BAND, the popular social networking app for teams, unveiled itself to U.S. audiences this week in a sports-centric ad campaign consisting of two online spots. “The Reason I Coach,” is an ode to hardworking, selfless coaches everywhere, who routinely sacrifice behind the scenes for the good of the team, while “What Matters Most” chronicles one high school basketball team’s spirited journey toward a big game. Together, they examine what it means to truly unite as a team and how the BAND app can help.

BAND tapped San Francisco-based creative agency Gold Front to create their new “Teams Wanted” campaign line and bring this story of fellowship to life in an honest and relatable way.

Gold Front owner and creative director Josh Lowman explains:

“Band asked us to make something their audience would engage with online. We knew that real players and coaches would be watching these films, and that’s exactly who we felt should be in them too.”

 

With this in mind, Gold Front embarked on an exhaustive search for a real high school basketball team who would not only be great on camera, but willing to allow a film crew into their lives.

The fictional team portrayed in the campaign is comprised of players from two real-life rival schools.

Josh Lowman says Lowman:

“The players showed up with an infectious camaraderie and love of the game that perfectly expressed what it means to be a team,”